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master's thesis
Upravljanje markom na primjeru kompanije Kraš
2018. urn:nbn:hr:155:677948
Gašpar, Lora
University of Dubrovnik
Faculty of Economics and Business

Cite this document

Gašpar, L. (2018). Upravljanje markom na primjeru kompanije Kraš (Master's thesis). Dubrovnik: University of Dubrovnik. Retrieved from https://urn.nsk.hr/urn:nbn:hr:155:677948

Gašpar, Lora. "Upravljanje markom na primjeru kompanije Kraš." Master's thesis, University of Dubrovnik, 2018. https://urn.nsk.hr/urn:nbn:hr:155:677948

Gašpar, Lora. "Upravljanje markom na primjeru kompanije Kraš." Master's thesis, University of Dubrovnik, 2018. https://urn.nsk.hr/urn:nbn:hr:155:677948

Gašpar, L. (2018). 'Upravljanje markom na primjeru kompanije Kraš', Master's thesis, University of Dubrovnik, accessed 10 December 2024, https://urn.nsk.hr/urn:nbn:hr:155:677948

Gašpar L. Upravljanje markom na primjeru kompanije Kraš [Master's thesis]. Dubrovnik: University of Dubrovnik; 2018 [cited 2024 December 10] Available at: https://urn.nsk.hr/urn:nbn:hr:155:677948

L. Gašpar, "Upravljanje markom na primjeru kompanije Kraš", Master's thesis, University of Dubrovnik, Dubrovnik, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:155:677948

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Metadata
TitleUpravljanje markom na primjeru kompanije Kraš
Title (english)Brand management: The case of company Kraš
AuthorLora Gašpar
MentorBarbara Puh (mentor)
Committee memberMarija Dragičević (predsjednik povjerenstva)
Committee memberIvana Pavlić (član povjerenstva)
GranterUniversity of Dubrovnik
(Faculty of Economics and Business)
Dubrovnik
Defense date and country2018-09-18, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U današnjem marketingu, marka predstavlja onaj dio putem kojeg se ogleda poslovanje određene kompanije. U ovom diplomskom radu prikazati će se kako kompanija Kraš d.d., koja predstavlja vodeću prehrambenu industriju u Hrvatskoj, upravlja svojom markom, odnosno jednim od svojih najpoznatijih brendova, Dorina čokoladom. Nadalje, u istraživačkom dijelu rada se metodom ispitivanja uz pomoć anketnog upitnika došlo do zaključka vezanih za upravljanje markom kompanije Kraš d.d. Rezultati istraživanja upućuju na zaključak da kompanija Kraš d.d. kvalitetno upravlja svojom markom Dorinom, odnosno ima stabilan položaj na domaćem tržištu u odnosu na stranu direktnu konkurenciju Milku, pa s obzirom na to, potrošači percipiraju Kraš kao lidera hrvatske konditorske industrije. Također, rezultati upućuju na zaključak da lojalni kupci prihvaćaju cijenu Dorine, odnosno manje su osjetljivi na promjenu cijene Dorina jer kvaliteti daju prednost u odnosu na cijenu. Temeljem rezultata poslovanja, vidljivo je da Kraš d.d. unatoč stalnom povećanju strane konkurencije na domaćem tržištu, ostvaruje stabilan organski rast.
Abstract (english)
In today's marketing, the brand represents the part that reflects the management of a particular company. This graduate thesis will show how the Kraš Company, which represents the leading food industry in Croatia, manages its brand, i.e. one of its most famous brands, Dorina chocolate. Furthermore, in the research part of the study, a survey questionnaire testing method was used in order to make a conclusion about management of Kraš Company. The results of the research indicate that the Kraš Company manages well its brand Dorina, that is, it has a stable position on the domestic market in relation to direct foreign competitor Milka, and therefore, consumers perceive Kraš as the leader of the Croatian confectionery industry. Also, the results lead to the conclusion that loyal customers accept the price of Dorina, ie they are less sensitive to the Dorina price changes, because they give advantage to quality over the price. Based on the results of the business, it is evident that Kraš, despite the constant increase in foreign competition on the domestic market, achieves stable organic growth.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:155:677948
Study programmeTitle: Business Economics; specializations in: Tourism, Marketing, International Trade, IT Management
Course: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Public note3867
Created on2018-09-21 08:59:00